Not Blue PPC Ad Copy – PPC Vlog: Episode 2

May 6, 2014 - 8 minutes read

I’ve been meaning to post over the last couple of days but, it has been kinda crazy busy. I am involved in a dev bootcamp to help increase my dev knowledge. Specifically focused on javascript so that I can learn how to better manipulate and create AdWords Scripts.

So while I was on my way to the bootcamp I put together this quick vlog about ad copy.

[youtube=http://www.youtube.com/watch?v=52NF2pfHlFA&w=600]

if you didn’t have the time to watch it, check out my recap below:

The Not Blue PPC Ad Copy Vlog

Today I’m going to hit on a couple of things. I know it’s been a few weeks since I’ve thrown up one of these blogs, but I was thinking this morning I was going to write up a blog post and well, it just hasn’t happened. I’ve been a little bit busy. I figured I can get it done a lot quicker and a lot more fun with some animation. No, I’m just kidding. Anyways.

This morning, on the vlog. I’m going to talk a little bit about ad copy. Dun, dun, duh. When it comes to PPC ad copy, there’s a few things that are really, really important. Character limits, I’m just kidding. I’m not going to go into that stuff. No, seriously though. I am going to talk about ad copy a little bit and I’m going to use a little bit of a story to make sure that you understand what I’m saying.
This morning, I was sitting there thinking and I was reminded of something that happened when my son [Giovanni 00:01:05] was 3 years old. When he was 3, he had a little bit of a speech delay and we were trying to teach him colors and doing things like that. He understood them, but he just had a hard time with it.
One day we’re driving down the street at the time his favorite color was blue. As we were going down the street,my wife and I were chillaxing up front. We were listening to him in the backseat trying to talk and all of a sudden he just starts going, “Blue, blue, blue, not blue, blue.”

We’re like, “What are you doing, Giovanni?”

“The color of the cars. It’s blue, blue, not blue, blue” and for weeks, that is all he did is he would go around going,

“Blue, blue, not blue, not blue, not blue, blue.

Which ad is yours? The Blue or the not Blue

You’re probably asking yourself right now what does that have to do with PPC or even ad copy. One of the things that Larry Kim has brought up a couple of times is about ad copy unicorns, those ads that just stand out and because they stand out, they have the opportunity to get much better attention, better CTR and in the end, potentially better quality score, as well.
With the blue, blue, blue, not blue ad copy scenario, what I’m really talking about here is have you ever gone to a search results page, I know you have and it seems like every headline, title, whatever you want to call it has the same ad copy, keyword insertion or written into the ad copy, blah, blah, blah, blah, blah, blah, keyword insertion, blah, blah, blah. Get it here now, blah, blah, blah. It’s like somebody just took the ads and twisted them a little bit and put them on a new domain.

There’s a lot of opportunity in dealing with ad copy when we talk about blue, blue and not blue in that we can focus in on making sure that our ads are differentiated.
If somebody is searching for a coffee maker and all of the ads say get your coffee maker here, if you had an ad that said something like still having a hard time waking up in the morning? Try our coffee maker. We’re the best, you know just something that is completely different. Sorry that example was made up on the fly, so that was a horrible example and I’m sure it does not fit into the character limits, but the point here is differentiate.

Don’t be Parrots

Don’t do the same things. Yes, it’s the best practice to have keywords in your ad copy. Why? Because they’re bolded, but stop being just a parrot that just parrots what everybody else does.

If you have 5 things, people standing in a row, all of them dressed in white shirts and ties and all of a sudden you’ve got somebody that has a neon shirt, their hair is spiked, they’ve got gauges in their ears and you throw them in the middle of those 5 people, which one’s going to stand out? I have nothing against people with neon shirts, spiky hair or gauges in their ears, just to be clear.
The one that isn’t like the others is going to stand out.

Which of these is not like the other, right?

You guys remember that Sesame Street game, as we were growing up? Try and make your ad copy to be more like those. Which of the ad copy is not like the others? Make it unique.

Find ways to do that. Look for opportunities on search results pages that everybody else looks exactly the same. Find a way to make yours different. You do that, you’re going to become that unicorn that Larry Kim has talked about.
That’s my little tip today. I hope you guys remember and you have a not blue awesome day. Talk to you guys later. Bye.

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